Latest news with #BetterWorldFragranceHouse
IOL News
04-05-2025
- Entertainment
- IOL News
Drake launches his first eau de parfum, Summer Mink
Drake is launching his first eau de parfum. The 'Hotline Bling' hitmaker has previously released candles and a perfume oil through his Better World Fragrance House company, but on Friday, he will bring out Summer Mink, which will cost $148 and debut via Ulta Beauty, and the product has been in the making for some time. Matte Babel, chief brand officer of Drake's DreamCrew, told WWD: 'We've been going through scents for this for quite some time. 'When you launch your first fragrance, there's a ton of pressure on what it is, what it's going to smell like, and all eyes are on that category because it makes up the bulk of the business.' Drake himself made the decision to move into eau de parfum. Lori Singer, president of Parlux - who license the brand - said: 'That centered on Drake. Carby Musk was so special, but he felt he envisioned that in its purest form as an oil.
Yahoo
28-04-2025
- Entertainment
- Yahoo
EXCLUSIVE: Drake Unveils His First Eau de Parfum
Drake's world is about to get a lot more fragrant. The multihyphenate's fragrance brand, Better World Fragrance House, is launching Summer Mink on Friday. It's the brand's first eau de parfum, following the launch of a range of candles and a perfume oil of hero scent Carby Musk. Priced at $148, the scent will later debut across Ulta Beauty's full fleet and online. More from WWD Chanel Continues Celebrations of Its New Chance Fragrance Beyoncé and Ulta Beauty Bring 'Cowboy Carter' Experience to Stores and Create Tour-inspired Beauty Looks Caught Between a Trade War and Potential New Ownership, What Does the Future Hold for Beauty Brands on TikTok Shop? Drake, and his team, did not take the category expansion lightly. 'We've been going through scents for this for quite some time,' said Matte Babel, chief brand officer of Drake's DreamCrew brand. 'When you launch your first fragrance, there's a ton of pressure on what it is, what it's going to smell like, and all eyes are on that category because it makes up the bulk of the business.' The brand started with Drake tapping Michael Carby for his own personal scent, Carby Musk, which later culminated in the candle range and a licensing deal with Parlux in 2023. Since then, Better World Fragrance House has expanded into retail, and Parlux president Lori Singer is seeking to keep momentum high. 'We're building a brand through Better World Fragrance House that really is all types of fragrance and scent. It's built on storytelling, craft, design, connection, aesthetic and of course, sales and scale,' Singer said. 'The brand is now stepping into the world with prestige fragrance with its first eau de parfum. It marks this evolution from scenting space to creating this deeply personal, wearable expression.' Though neither commented on sales, industry sources expect Summer Mink to top $60 million in sales for its first year on the market. The decision to break into a new format, Singer said, came from the brand's founder. 'That centered on Drake. Carby Musk was so special, but he felt he envisioned that in its purest form as an oil,' she said. As it pertains to Summer Mink, 'He felt there was an opportunity for something bigger, bolder and statement-making.' 'Everything about the brand, we like to say, is about the beauty of juxtaposition, whether it's the name, the scent or the bottle,' Singer added. The scent highlights top notes of Italian citrus and sage, features mid-notes of jasmine sambac and dries down to base notes of vetiver and creamy musk. 'Summer Mink was inspired by a yin-yang principle of fusing warm, creamy base notes with cold spices and sparkling citruses,' said Carby, who also nosed Summer Mink, in a statement. The bottle, designed by Jon DiNapoli, was also meant to highlight the same juxtaposition between softer organic forms on a more angular, modernist base. The differentiation factor drove much of the product's design, and though the launch is a significant move for the brand, Babel doesn't expect any other major launches in the immediate future. 'Images and products no longer make the profound statement that they used to, a lot of the time,' he said. 'You can overwhelm consumers with too many offerings. The more I look at what's happening, we appreciate curation. Our mandate is to create historical fragrances that people can fall in love with and easily identify.' When Better World Fragrance House's candles launched with Ulta, there was a heavy experiential component to the launch, including pop-ups and oversized candles outside of doors in key markets. For Summer Mink, it will entail a 360-degree marketing campaign, Singer said, spanning both the physical and the digital. 'We know our guests always want to refresh their scent wardrobes for the new season, and Summer Mink thoughtfully combines preferences and multiple scent families in an innovative and unique way,' said Linda Suliafu, Ulta's vice president of fragrance merchandising, who added that it would be the first celebrity-founded men's fragrance in Ulta's history. View Gallery Launch Gallery: Perfume Bottles: An Evolution Through the Ages Best of WWD Exploring Opportunities for Italian Artistic Perfumery Brands Fueguia 1833 Expands in Middle East, Gears Up for Paris Opening Penhaligon's Opens the Virtual Doors of Its Portraits Mansion
Fashion Network
26-04-2025
- Entertainment
- Fashion Network
Drake launches eau de parfum 'Summer Mink'
Better World Fragrance House, the high-end fragrance label founded by Drake, launched on Friday its first-ever eau de parfum, dubbed "Summer Mink". Crafted in collaboration with senior perfumer Michael Carby of Givaudan, Summer Mink is an amber woody scent that invites wearers to indulge in the luxury of mink during the heat of summer. It opens with Italian citrus, clary sage, and petitgrain, moves into jasmine sambac and rose oil spices, and finishes with base notes of vetiver, ambrofix, and musk. It comes in a globe-shaped bottle, draped in the brand's signature midnight blue. 'Summer Mink was inspired by a yin yang principle of fusing warm, creamy base notes with cold spices and sparkling citruses,' said Carby. 'The ingredient composition was uniquely crafted to reflect a multinational culture with aspirations toward a Better World.' Now available on the brand's website and rolling out exclusively online at Ulta on May 11 and in-store nationwide on May 12, Summer Mink marks the first men's fragrance founded by a celebrity to enter Ulta Beauty's fragrance portfolio. The 3.4 oz Eau de Parfum Spray retails for $148. 'This launch marks an exciting new chapter in our partnership with Drake, driven by a shared passion for innovation, quality, and design,' added Lori Singer, president of Parlux Ltd. 'With its striking bottle and meticulously crafted scent, Summer Mink delivers a standout fragrance experience. Its exclusive nationwide debut at Ulta Beauty, across more than 1,400 doors, represents a major milestone for Better World Fragrance House—bringing Drake's vision to life for an even broader audience through a premier retail destination. We're thrilled for consumers to experience it.'
Fashion Network
26-04-2025
- Entertainment
- Fashion Network
Drake launches eau de parfum 'Summer Mink'
Better World Fragrance House, the high-end fragrance label founded by Drake, launched on Friday its first-ever eau de parfum, dubbed "Summer Mink". Crafted in collaboration with senior perfumer Michael Carby of Givaudan, Summer Mink is an amber woody scent that invites wearers to indulge in the luxury of mink during the heat of summer. It opens with Italian citrus, clary sage, and petitgrain, moves into jasmine sambac and rose oil spices, and finishes with base notes of vetiver, ambrofix, and musk. It comes in a globe-shaped bottle, draped in the brand's signature midnight blue. 'Summer Mink was inspired by a yin yang principle of fusing warm, creamy base notes with cold spices and sparkling citruses,' said Carby. 'The ingredient composition was uniquely crafted to reflect a multinational culture with aspirations toward a Better World.' Now available on the brand's website and rolling out exclusively online at Ulta on May 11 and in-store nationwide on May 12, Summer Mink marks the first men's fragrance founded by a celebrity to enter Ulta Beauty's fragrance portfolio. The 3.4 oz Eau de Parfum Spray retails for $148. 'This launch marks an exciting new chapter in our partnership with Drake, driven by a shared passion for innovation, quality, and design,' added Lori Singer, president of Parlux Ltd. 'With its striking bottle and meticulously crafted scent, Summer Mink delivers a standout fragrance experience. Its exclusive nationwide debut at Ulta Beauty, across more than 1,400 doors, represents a major milestone for Better World Fragrance House—bringing Drake's vision to life for an even broader audience through a premier retail destination. We're thrilled for consumers to experience it.'
Fashion Network
26-04-2025
- Entertainment
- Fashion Network
Drake launches eau de parfum 'Summer Mink'
Better World Fragrance House, the high-end fragrance label founded by Drake, launched on Friday its first-ever eau de parfum, dubbed "Summer Mink". Crafted in collaboration with senior perfumer Michael Carby of Givaudan, Summer Mink is an amber woody scent that invites wearers to indulge in the luxury of mink during the heat of summer. It opens with Italian citrus, clary sage, and petitgrain, moves into jasmine sambac and rose oil spices, and finishes with base notes of vetiver, ambrofix, and musk. It comes in a globe-shaped bottle, draped in the brand's signature midnight blue. 'Summer Mink was inspired by a yin yang principle of fusing warm, creamy base notes with cold spices and sparkling citruses,' said Carby. 'The ingredient composition was uniquely crafted to reflect a multinational culture with aspirations toward a Better World.' Now available on the brand's website and rolling out exclusively online at Ulta on May 11 and in-store nationwide on May 12, Summer Mink marks the first men's fragrance founded by a celebrity to enter Ulta Beauty's fragrance portfolio. The 3.4 oz Eau de Parfum Spray retails for $148. 'This launch marks an exciting new chapter in our partnership with Drake, driven by a shared passion for innovation, quality, and design,' added Lori Singer, president of Parlux Ltd. 'With its striking bottle and meticulously crafted scent, Summer Mink delivers a standout fragrance experience. Its exclusive nationwide debut at Ulta Beauty, across more than 1,400 doors, represents a major milestone for Better World Fragrance House—bringing Drake's vision to life for an even broader audience through a premier retail destination. We're thrilled for consumers to experience it.'
